Sneaker enthusiasts (and not only) here! The 5 and 6 October, at them East End Studio by Mecenate 88/A to Milan come back Sneakerness, the most important urbanwear convention meeting in Europe.
The demonstration, dedicated to collectors and sneaker enthusiasts, is many things at once: open sales platform a private seller and organized resell shops, memorabilia archive, library, upcycling and customization laboratory, venue for activations promoted by exhibiting brands and meeting place for talks dedicated to the product and kicks culture. In short, a real evolving world that reflects the passion for experimentation of Alessandro InnocentiHead of Partnership and Artistic Director and of Gianluca Iovine, Managing Director. The two entrepreneurs have in fact defined a format where the sale of rare and collectible objects coexists with the customization and repair of shoes and clothing within everyone’s reach.
Even the exhibiting companies – ranging from the food and beverage world with Bohemian, Monster Energy, Espolon Tequila And Yummer’sto that of footwear and clothing with Contigo, Line And Falkeup to that of markers with Sharpie – were chosen based on criteria of originality and sense of synergy. To celebrate the link between street style, pop culture and lifestyle, Sneakerness has launched a series of authentic collaborations, such as those with ClessioLab And Jacopo de Carli: both 2.0 shoemakers will be protagonists in the Talk area dealing with the topic of customization in Italy. Also, the clothing chain Just Playspecialized in streetwear and sportswear, will be the presenting partner of the Kids Area. All within a fluid setup, collected in an exhibition concept not divided into thematic areas, but consistent with the authentic tastes and interests of the sneaker generation.
«For me, sneakers are not simply a pair of trainers that define the look of the wearer – he says Alessandro Innocenti -. They are a link between generations, from 12 to 60 years old and beyond. A tool to enter into relationships with different worlds: sport, music, urban art, fashion and, in some cases, even luxury».
The edition of 5 and 6 October it promises to spread in every direction – fashion, art, music, sport, entertainment – establishing a relationship with its visitors that goes beyond the merely commercial aspect by expanding its boundaries. The gaze of the two entrepreneurs is in fact moving well beyond Milan, with the ambition of bringing this laboratory of ideas and meetings to other cities in Italy, even in a pop-up version, with the ambition of drawing the attention of experts, industry and, of course, thousands of sneaker and urban culture enthusiasts.
Source: Vanity Fair
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